Making a mark
Regional branding programs promote traceable local seafood from sustainable fisheries
By Linc Bedrosian
The real-estate mantra "location, location, location" is now a cornerstone of a new trend in seafood. Regional branding programs emphasize the local nature of the seafood fishermen catch, the path it takes from boat to plate and the fishery's sustainability.
"What we hear from the market is that people are willing to pay for and are interested in local," says Donald W. Perkins, president and chief executive officer of the Portland, Maine-based Gulf of Maine Research Institute, which recently introduced its Gulf of Maine Responsibly Harvested branding program. The program aims to establish a sense of place for species harvested or grown and processed in the Gulf of Maine and requires participants to adhere to standards for sustainability and traceability.
"There's greater consumer awareness," says Dane Somers, executive director of the Maine Lobster Promotion Council. "Giving them clear labeling that details the product's origin and traceability, you see the consumers respond to that."
Alaska's salmon fishery is a good example of how branding can fuel demand. A glut of farmed, imported salmon emerged on the market in the early 1990s, depressing dock prices and dampening demand for Alaska's signature fish.
But the state developed a strategy to regain market share. By 2002 the salmon industry began touting its product's uniqueness, spotlighting the regions where the salmon were caught and the pristine environment from which they were harvested. Wild Alaska salmon regained favor in restaurants and retail operations, and in consumers' hearts and stomachs.
Today, regional branding programs for fisheries large and small hope to achieve similar success.
According to NOAA, 84 percent of seafood consumed in the United States is imported; foreign aquaculture accounts for about half that amount.
"We're all being challenged by the flood of imports," Somers says.
Those imports have resulted in a $9 billion trade deficit in seafood, NOAA says. They have also kept dock prices for product like Gulf of Mexico shrimp in a prolonged funk and, in the era of $4 per gallon fuel, kept shrimpers dockside.
Efforts to establish regional brands aim to get U.S. consumers eating more domestic seafood — and eat into the share of American seafood consumption that imports have grabbed.
Callifornia crabbing: Here's a fun video shot on the decks of the Majestik while catching Dungeness crab off the coast of northern California.
Over 500 lots of seafood processing equipment formerly owned by Adak Seafood will be sold at auction on Tuesday, June 18, starting at 10 a.m. Hawaiian-Aleutian Daylight Time at the Hilton Garden Inn in Anchorage Alaska.
The equipment is located in a recently updated 250,000 square foot state-of-the-art processing facility in Adak, Alaska. Farmington Hills, Mich.-based Hilco Industrial, which conducts 75 machinery and equipment auctions in a wide range of industries annually, will conduct the auction.
Adak Seafood opened originally as Ada Fisheries in Anchorage in 1986. The facility, updated in 2005, is located on the island of Adak, the southernmost city in Alaska near the western end of the Aleutian Islands. The facility processed cod primarily, as well as halibut, blackcod, crab and pollock, Hilco says.
Alaska fisherman and commercial fisheries activist Kevin Adams was elected chairman at the Alaska Seafood Marketing Institute board of directors meeting on May 9 in Anchorage.
The governor-appointed board consists of seven members: five seafood processors and two industry representatives actively engaged in commercial fishing. Adams was appointed to fill a harvester seat by Gov. Frank Murkowski in 2004.
With 38 years of fishing experience in Bristol Bay, Adams has long been an active member in the Alaska fishing industry, ASMI says. He has worked for both the Alaska Fisheries Development Foundation and the Bering Sea Fisherman's Association, and represents Alaska fishermen on numerous boards.